CONTEXT

Two Dutch entrepreneurs are trying to sell oxygen in a can. The product, called OGO, costs about £8.99 and gives five minutes worth of oxygen.

Richard Hammond of Spirit, the advertising agency appointed to handle OGO’s launch in the UK, is confident of success. He says that bottles of water were once considered unmarketable because water was freely available from the tap.

He points out: « The mineral water market didn’t exist fifteen years ago and now it is worth $25bn worldwide.

Marketing Strategy

The product should be available for the largest target group as possible. Our product is currently a bit expensive comparatively to what it contains (water and oxygen), but it's affordable to almost everybody. One can costs £8.

It's important to keep in mind that the product is not something people will consume everyday but once in a while when they feel the need to. This being so, a consumer can pay 8$ for a moment of relaxation and well being.

Product policy

This new product is a can (See: presentation of the packaging) with pure oxygen in it that can be inhaled.
This innovative product meets the expectations of more and more persons. Indeed, nowadays, the effects of tiredness, everyday aches and stress are ubiquitous in our society. WE have the solution!

Oxygen is vital for human beings and has got exceptional beneficial effects and is 100% natural. Ogo gives you strength, vitality and dynamism. It will minimize the stress and tiredness of each consumer. It is excellent for sportsmen, as well, because it raises the endurance.
It is very good against the everyday headaches.

Market target: Our aim is to reach a high profitability. This is the reason why we decided to target many categories of people. We are aware of the fact that we won’t be a convenience good immediately, even if it is our long-term objective! Also, we don’t want to target only sportspersons.

Target nucleus: We are going to focus mostly on city